Following a dip in retail value sales during the COVID-19 pandemic, which started in 2020, the fragrance and body sprays market size has recovered slowly and is seeing steady growth. The cost-of-living crisis has encouraged trading down amongst UK fragrance consumers. Body sprays have become more appealing with many consumers trading down from Eau de Toilettes and Eau de Parfums. Despite the cost-of-living crisis’ impact on discretionary spending, the category continues to expand, underscoring its robustness.
Consumer education is ripe for the taking
BPC consumers are increasingly engaged, seeking to learn more about ingredients and their efficacy. A purchase barrier for consumers in fragrance is their lack of knowledge of fragrance accords and how they align with their personal taste. Therefore, there is an opportunity to follow the lead of facial skincare and educate consumers more proactively on fragrance notes. AI can help remove barriers by seamlessly pairing consumers with fragrances that align with their personal taste.
Dupes pose a threat, but lack the credibility to make a real impact
Dupes see high interest and purchase from UK fragrance consumers, with many opting for cheaper alternatives so they can create a wardrobe of fragrances to suit every mood. However, dupes face many barriers, such as a lack of credibility, concerns around safety, and ephemeral scents. Non-dupes brands can stave off the threat of dupes by leaning on their ingredient quality and storytelling.
Purchase the full report for a complete overview of the UK fragrances market, including market dynamics and an analysis of what UK consumers want and why. Readers of this report may also be interested in Mintel’s Future of Fragrance.
This report was written by Dionne Officer. Dionne is responsible for researching, writing and publishing the annual beauty, personal care and healthcare ‘A year of innovation’ reports. They have recently completed a Masters in Cosmetic Science at London College of Fashion where they focused on the sustainability of cosmetic ingredients and technologies.
The cost-of-living crisis boosted body spray appeal, as consumers trade down from EDTs and EDPs. Dupes lack credibility, and education on fragrance notes is key.
Dionne Officer
Research Analyst – BPC Innovation
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